Rap superstar LL Cool J is in negotiations to represent popular lip balm brand, Chapstick. The negotiations are part of a brand extension strategy for artists LL Cool J and 50 Cent, which is being launched by Violator Artist Management. According to industry trade magazine Brand Week, both LL Cool J and 50 Cent are seeking to leverage their popularity as celebrities, through various endorsement deals. "It's an obvious fit. LL has been licking his lips for 20 years," Lighty told Brand Week. "They'll get to speak to people who normally would not pick up Chapstick."
In addition to his possible deal with Chapstick, LL is seeking to endorse a vitamin supplement to capitalize on his popularity in the fitness/training market, since his book LL Cool J's Platinum Body hit stores in Dec. 2006.
Violator client 50 Cent is in negotiations with Glacéau Vitaminwater to star in the company's first national TV ad campaign. 50, who will appear in a new nationwide print advertising campaign for Vitaminwater, is also an investor in Glacéau. The rapper will release a new energy drink this year, following the debut of his grape flavored Vitaminwater energy drink, Formula 50. 50 Cent is also executive producing LL Cool J's 13th album Exit 13, which hits stores in May. 50 Cent's album Before I Self Destruct is slated to hit stores in June.